---
title: "From customer evidence to initiatives"
canonical_url: https://zentrik.ai/docs/product/customer-evidence-to-initiatives
markdown_url: https://zentrik.ai/docs/product/customer-evidence-to-initiatives.md
category: "Product guides"
learning_track: "getting-started"
last_reviewed: 2026-03-28
---

# From customer evidence to initiatives

This guide explains how work moves from **evidence** (calls, tickets, paste) to **learnings** you validate, **problems or bets** you size together, **solution ideas** you explore, and **initiatives** when you commit on the roadmap. Names match what you see in the product.

## Overview

That path uses **workspace context** (company background, product definition, goals) so priorities stay grounded. Set it up in [Workspace context](https://zentrik.ai/docs/product/workspace-context).

To **bring evidence in** (connectors, bulk imports, files, or paste—e.g. Zoom, Zendesk, and more), use [Evidence → insights](https://zentrik.ai/docs/product/evidence-to-insights) and the [documentation hub](https://zentrik.ai/docs).

## How workspace context helps

Personas, products, OKRs, KPIs, features, and market notes live in **workspace context**. Agents and planning use that layer so learnings and bets stay aligned with how you describe the product and the business.

[Workspace context](https://zentrik.ai/docs/product/workspace-context) explains **flat** versus **named** context in more detail.

## Evidence

When you import a call transcript, a support ticket, pasted notes, or a file, Zentrik keeps that material as a **signal**: one place with the source, the text, and processing status. This is the anchor for anything you later claim about what customers said or asked.

## Learnings (insights)

Zentrik suggests **insights** from your signals: short, reviewable statements tied to the original evidence. When volume grows, add **taxonomy** and use **themes** on the map ([Taxonomy & themes](https://zentrik.ai/docs/product/taxonomy-and-themes)).

## Problems and bets (opportunities)

When several learnings point at the same customer problem, gap, or strategic bet, you group them in an **opportunity**. That is where teams compare notes, attach impact or value thinking, and decide what is worth turning into concrete solution work. For day-to-day habits in this stage, see [Insights → opportunities](https://zentrik.ai/docs/product/insights-to-opportunities).

## Solution ideas

**Ideas** are possible answers: a customer request (“we need this integration”), a sketched approach, or a fuller concept. They link back to the opportunities and learnings that justify them. When the team is ready to ship, an idea can move forward into an initiative.

The product can suggest related links or draft gaps after you save an opportunity or insight; you choose what to keep.

![An idea list with a selected idea's evidence, problem definition, and scope evaluation.](https://zentrik.ai/images/product-demos/idea-evaluation/idea-evaluation-light.gif)

## Committed work (initiatives)

An **initiative** is a **project on the roadmap**: specs, tasks, status, and delivery. When leadership commits, work lives here. The trail back to learnings and evidence should stay visible so scope debates stay tied to real customer input.

## Seeing it together

The **opportunity tree** is the main canvas where evidence, bets, ideas, and promoted projects appear side by side. Use it when you want one view of how a theme flows from signal to roadmap.

## Troubleshooting

### One card is doing too many jobs

Keep **verbatim customer material** on the **signal**, **validated learnings** on **insights**, **shared problem framing** on **opportunities**, and **solution shapes** on **ideas**. If one record mixes those roles, split it or relink so each step stays clear.

### We have a solution request but no shared problem frame

Add an **opportunity** (or link the idea to one) so the team agrees what problem the solution is solving before you commit an initiative.

## Related guides

- [Get to your first evidence-backed decision](https://zentrik.ai/docs/product/getting-started)
- [Workspace context](https://zentrik.ai/docs/product/workspace-context)
- [Set up your product feature tree with an agent](https://zentrik.ai/docs/product/feature-tree-setup)